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	May 27, 2009 (updated October 9, 2009) Effective Customer Reference Management Anchors B2B Community Marketing Efforts by Laura Ramos with Peter Burris, Christina Lee	Average: 9  (2 ratings)

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Executive Summary

Customer references validate product claims and streamline the sales process, both vital activities in business-to-business (B2B) marketing. Yet, even as program budgets grow and reference pools swell, customer reference management risks sliding to second-class status if marketers fixate on increasing numbers and fail to bridge the gap between encouraging advocacy and creating community involvement. As business buyers embrace the social Web, reference management can play a breakout role in the transition from collecting testimony to building community adoption.

TABLE OF CONTENTS

• Customer Reference Management Comes Of Age
• Customer Reference's Next Chapter? A Major Role In Community Marketing

RECOMMENDATIONS

• Get Off The Sidelines And Join The Community Marketing Transition
• Supplemental Material
• Related Research Documents

This is an excerpt

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